a guide to user research (for people who don't like talking to other people)
TRANSCRIPT
A Guide to User Research
For people who don’t like talking to other people
I’m Stephanie.
I’m an introvert.I’m also a Strategist in Brooklyn.
I used to be an academic.
For me, research used to look like this
Now it lookslike this
Here’s a toolkit for folks like me... but first let me explain.
You need more than one tool.
These are just some tools.
Specifically, they are methods the team at FreeAssociation
and I used to get to know Cornell University’s users.
Anyway, here are some research methods available to everybody
1. 2.
3. 4. Long interviews Short interviews Card sorts Surveys
Targeted 1:1 interviews with potential users,
scheduled
Scheduled, broad1:1 interviews with users
An exercise in organizing topics
and themes.
A way to gauge initial perception of the brand
you’re working with
Long 1:1Interviews
The Point
Get face time with your audience.
Build empathy with your users.
Figure out which questions
to ask next.
The Process
Figure out what you want
to know& how.*
Figure out who you’re
going to interview.*
*And start recruiting if you’re responsible for it
2 High School Students 4 College Students2 Professors
Our sample*
*This is not statistically significant. That is OK right now.
Figure out what you want
to know& how.*
Figure out what you
want to know& how.
Start by mapping your user’s
journey, even if you don’t know it yet.
AwarenessBrowsing
SeriousBrowsing
Application Admission Consideration Attendance
They’re looking atgeneral information
about Cornell.
They’re browsingmajors to look for
their interests.
They apply through the common
application.
They’re acceptedto Cornell.
They weigh Cornellagainst other options.
They decide to attend.
You will need to ask about it anyway, because you’re
probably wrong.
Advice & Exploration, Independent Online Browsing Application Admission Consideration Attendance
They’re acceptedto Cornell.
They’re looking atgeneral information
about Cornell.
They’re browsingmajors to look for
their interests.
They weigh Cornellagainst other options.
They decide to attend.
Counselorcornell.edu
Oh...oh... livin’on a pra-yer
Asks friends. Fights parents.Has a magical
summer.
Worries. PROM?!$$$?!
cornell.eduadmissions.cornell.edu
College prowlerGuides & lists
Maps & contact info
They apply through the common
application.
Digital acceptancecommunication
from Cornell
Common applicationadmissions.cornell.edu
cornell.eduGuides & lists
studentaid.ed.govcollegeboard
Figure out what you want
to know& how.*
Write a script and vet it with
teammate(s).*
*Always good to have an extra pair of eyes
Leverage insights from analytics and
keyword research to think of questions.
We Asked Questions Like...
What other
schools were you
considering?
What made you
choose Cornell?
What does
“Ivy League”
mean to you?
What digital tools
did you use
to apply?
How important was
financial aid to you?
Set clear goals and
expectations.*
*Include numbers where possible.
Leverage insights from analytics and keyword research
to set goals.
DISCLAIMER:PEOPLE LIE.*
*Plan accordingly
I mean...not everyone
is honest**Plan accordingly
DISCLAIMER:YOU ARE LYING TO YOURSELF.*
*Plan accordingly
I mean... confirmation bias.
Figure out what you want
to know& how.*
Interview, learn, adjust, repeat.
Don’t Lead.*Ask open-ended
questions.
Tips
*Vet your script for leading questions with a mentor or teammate.
Write clear questions.
Partner up.
Tips
Embrace awkward silence.
Actively listen.*
Tips
*More like “mhmm,” less like “YEAH, TOTALLY”
They are not1:1 interrogations
Be yourself.
Unless you suck
Short Interviews
DISCLAIMER:THIS ONE
IS SCARY.**I’m here for you.
Figure out what you want
to know& how.*
Basically, you find your target audience in the
wild...
Figure out what you want
to know& how.*
...and you talk to them.
The Point
Get insights from real users who aren’t in focus groups.
Confirm pain points.
Quickly validate assumptions.
Quick access to a large
sample size.Instant validation.
Pros
It’s still self-report data.
Gotta talk to people.
Cons
Look, talking to strangers is scary.
It’s going to be awkward at first.
And you’re going to feel weird.
It Gets Better.
I Promise.
Start with the bored-looking
people.
Clearly define the questions
you are testing.*
...but don’t marry your
script (or the bored people)
Tips
*And quantify what success means.
Because if it’s not working...
Students care about school-sponsored traditions
Cornell’s weather and location are a turn-off
Some of our assumptions...
Prospective students use cornell.edu to research the university, but no one else really uses the site.
Students care about school-sponsored traditions
Cornell’s weather and location are a turn-off
Nope!
Yup!(If their friends are there)
Yes.
Some of our assumptions...
Prospective students use cornell.edu to research the university, but no one else really uses the site.
Reporting Interview Insights
Emily RobertaMarceloKeith
Personas
Audience Summary
User Stories
Messages
Behaviors
Everything Else
Other User Research Methods
Card Sort
Offline
Online
Neat andmostly free
17 Keiths and Emily’s Total*
*Nielsen recommends 15.
Tips
Start recruiting early.
Offer incentives, even for
remote tests.*Stay in touch.
*But supervise participants on Skype or phone, even when remote.
Insight Into Mental Models of
Target Users
Pro
Data Is F*!#ing Hard to Make
Sense of
Con
Here’s How We
Did It
Made it Client-FriendlyTallied Everything Up*
*Includes counting on fingers, sobbing audibly, underestimating how long this would take.
Reporting the Data
SurveysNext method!
Get a lot of perspective
without a lot of resources.
Gut check whether or not we understand
learnings.
The Point
Cast a wide net.
Take results with many
grains of salt.
Tips
Neat andmostly free
Method Purpose Timing*
Long 1:1 interviewsBuild empathy, understand the journey, identify
opportunities~2 days - 3 weeks
Short Interviews Test assumptions drawn from longer interviews ~1 day - 1 week
Card Sort Inform IA and content relationships ~3-5 days to conduct and process
SurveysGuide decision towards meeting high-level project
objectives and gut check assumptions~1 week
Usability TestEvaluate efficiency, learnabilty, memorability, errors, and
satisfaction ~1 week
Google AnalyticsLearn about audience, traffic sources, traffic flow, top
content, and conversions ~1-2 days
Cheat Sheet
*DOES NOT INCLUDE RECRUITING
Thanks. Stay in touch.
@stephbwills